Statistical significance is a critical concept in data analysis and research. In essence, it’s a measure that allows researchers to assess whether the results of an experiment or study are due to ...

McShane, Blakeley B.; Bradlow, Eric T.; Lynch Jr., John G.; Meyer, Robert J. "Statistical Significance" and Statistical Reporting: Moving Beyond Binary. Journal of Marketing. May2024, Vol. 88 Issue 3, ...

Researchers from Northwestern University, University of Pennsylvania, and University of Colorado published a new Journal of Marketing study that proposes abandoning null hypothesis significance ...

Hypothesis testing provides organizations with a structured approach to evaluate assumptions using data, reducing reliance on intuition and enhancing decision accuracy. By validating decisions with ...